What that means is that three out of every four event organizer is NOT looking for the big dude.

They are looking for the person that the registrants want to hear. They are looking for the expert in the relevant industry who has the goods, the expertise, the information that is useful to the attendees now.

Question: What is better than being the big name keynote speaker at an event?

Answer: Being the person who has the answers to the most important questions attendees and event organizers are asking.

Being relevant. Being articulate. These are more important than having a big name.